Cesare Amatulli is Assistant Professor of Marketing at the University of Bari, Italy. He has been a Visiting Professor at LUISS University, Italy, and Visiting Researcher at the Ross School of Business, University of Michigan, US, and at University of Hertfordshire, UK. He has published articles in major international referred journals, such as Journal of Business Research and Psychology & Marketing. Matteo De Angelis is Associate Professor of Marketing at LUISS University, Italy, and has been a Visiting Scholar at Kellogg School of Management, US and a Visiting Professor at the University of Wisconsin, US. His articles have been published in journals such as Journal of Marketing Research, Psychological Science and Journal of the Academy of Marketing Science. Michele Costabile is Professor of Management and Marketing at LUISS University, Italy. He has been a visiting scholar at Northwestern University, Kellogg Graduate School of Management, US, and research assistant at Harvard University, US. He has also been an advisor for many mid-sized Italian companies and big global corporations. Gianluigi Guido is Professor of Marketing at University of Salento at Lecce, Italy. He has been a Professor of Marketing in many Italian universities and visiting researcher at the University of Florida at Gainesville and at Stanford University. He has published fourteen books and almost 200 articles in major scholarly journals.